Designing Vena
January 2026
Brand: Vena
Brand Operations Manager:
Gen Poitras
Creative Brand Manager:
Cindy Roselina
Senior Graphic Designer:
Maryna Vlasenko
Vena is an Excel-native FP&A platform built for finance teams. The product lives inside spreadsheets, so instead of designing around it, we designed from it. Excel became the visual identity. That thinking carried across everything, from the brand's visual language, product illustrations, swag, to how the brand shows up on the web.
When I joined, the brand had no product illustration to speak of. Complex product screenshots were doing the heavy lifting, and they weren't doing it well. We started translating those into something cleaner and more intentional, simple 2D illustrations that actually communicated what the product did, and a 2.5D treatment that gave them depth and presence without making them feel out of place in a B2B context. To keep this scalable and editable across teams and production partners, everything was built in Figma using the SkewSkew plugin, eliminating back-and-forth between tools.
Product Video
This CTV ad was developed in close collaboration with the solutions team, who understood the day-to-day realities that prospects and clients actually face. The goal was to make the scenario feel immediately familiar to anyone who's sat in a finance meeting wondering why the numbers don't match. The storyboard was developed internally, with production handled by Monsterkid.
AI-Generated 3D Icon Library
To push the visual language further, I introduced a 3D icon library generated using AI. The idea was to give the brand a set of elements that felt more elevated than flat iconography, without losing the ability to deploy them consistently across assets. Every icon was built as part of a repeatable system and housed in a Figma library, so the creative team could pull and use them without starting from scratch each time.